Bartender / bar director
Benjamin Lickfett
- Discipline
- Bartender / bar director
i. Biography
Career Since 2019, Benjamin Lickfett has held the brief for futures and Digital Innovation across Europe at Diageo. The appointment fixes the work to a clear date and a clear remit: a role built to track what is changing, test how it lands, and bring new ideas into a regional operating frame. The value of the post is in its scope and its discipline. Futures thinking here is not abstract forecasting; with Benjamin Lickfett, it is tied to practical digital change across Europe, where shifting habits, emerging tools, and market expectations have to be read together. The role asks for reach, but also for structure. - Head of Futures & Digital Innovation (Europe) — Diageo (2019–present)
The Path
Since 2019, Benjamin Lickfett has been head of futures & Digital Innovation (Europe) of Diageo. The date matters: it marks the point at which his professional identity became publicly attached to a role defined by anticipation, digital change, and regional scale. That framing has remained the reference point for his career in view. What the appointment shows is a brief with a narrow center and a wide field. Future-facing ideas and digital change across Europe require both strategic range and operational clarity, and the title itself makes that explicit. In that sense, Benjamin Lickfett’s path is best read through the work rather than around it.
The Work Today
His role is Head of Futures & Digital Innovation (Europe) at Diageo. It is a working title, not a decorative one, and it points directly to the kind of decisions and questions the post is built to handle: what comes next, what changes at scale, and how to keep pace with a moving market. The remit is defined by two pressures at once. On one side is the long view implied by futures work; on the other is the immediate reality of digital change across Europe. Benjamin Lickfett’s position sits at that intersection, where planning, adaptation, and regional complexity have to be held together. For Benjamin Lickfett, this has been the central fact of his public profile since 2019. The role gives his career a precise frame: future-facing ideas, digital transformation, and a European scope, all under a single appointment at Diageo.
FAQ How did Benjamin Lickfett get started? He stepped into the Diageo role in 2019. What is Benjamin Lickfett best known for today? He is best known for leading Futures & Digital Innovation (Europe).
